Outliers in Agribusiness: Unleashing Paradigm Shifts for Extraordinary Growth | Saturday Snapshot - June 10th
This Week's Snapshot: Beyond Math, Challenging Convention, the Art of Category Design and the Betamax Blunder
Happy Saturday!
Here’s what’s in this week’s snapshot:
Beyond Math: Understanding the Psychology of Pricing in Startups
Challenging Convention: The Power of Opposite Thinking in AgTech
(Recording) The Art of Category Design: Shaping the Future of AgTech
From Betamax to AgTech: How Falling in Love with Problems, Not Products, Unlocks Market Dominance
Beyond Math: Understanding the Psychology of Pricing in Startups
A big problem I’ve observed and experienced in startups is the assumption that pricing is a math problem.It’s not.
Challenging Convention: The Power of Opposite Thinking in AgTech
Sometimes, the canonized truths and operating principles that everyone follows have run their course.
They’ve stopped serving their original purpose, and they need to go. This is where this question becomes valuable:
"What if we did the opposite?"
The Art of Category Design: Shaping the Future of AgTech
In the vast landscape of agribusiness and agtech, standing out and creating new market opportunities is a challenge many entrepreneurs face. Traditional approaches often focus on competing for existing demand, but what if there was a way to not just compete, but to redefine the market itself?In a recent presentation with The Combine in Nebraska, I had the opportunity to share the power of category design with agtech founders going from zero to one.
You can watch the full presentation here.
From Betamax to AgTech: How Falling in Love with Problems, Not Products, Unlocks Market Dominance
🎬 Picture this: It's the early 1980s. MTV is a cultural phenomenon, Indiana Jones is every kid's hero (not yet everyone's elderly grandfather), leg warmers are the new fashion craze, and Sony's Betamax is rapidly losing ground in the home video market. How did Sony, a technology titan with a high-quality product and a powerful brand, come to surrender its dominance?
In the latest edition of AgTech Marketing Insights, we dive into this fascinating tale from the annals of tech history and pull out some learnings that can be applied in how we approach agtech marketing today.
The truth is this: Being led by your product, brand, or even your customer isn't enough. What businesses need to be, above all, is problem-led.
Check it out, and let me know what you think!